using data in enrollment decision making, scott jeffe, director, aslanian market research
DESCRIPTION
CALEM 2013 Presentation. Sharing of and applying secondary trend data, Primary Market Research and Audience Analysis Research to Adult Learner enrollment.TRANSCRIPT
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Using Data in Enrollment Decision Making
Scott Jeffe, Director, Aslanian Market Research
July 16, 2013
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How well do you use data in your enrollment
decision making?Rate your institution on a five-point scale where
1 is “not very well” and 5 is “very well”
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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
What do you use?
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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
How do you use it?
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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
• I’d like you to do a capacity analysis…• How can we get people to enroll in our
philosophy program?• Our faculty want me to figure out how to
mount a program in Anthro-zoology
What do all of these have in common?
Things we hear from clients
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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
• Internal– Enrolled Students,
Leavers, Alumni– Faculty, administrators,
etc.– Others?
• External– People in need of
education who could enroll at your institution… or somewhere else
– Inquirers/Applicants who do not enroll
Data Sources………………..and Uses of Data
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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
• Internal– Enrolled Students,
Leavers, Alumni– Faculty, administrators,
etc.– Others?
• External– People in need of
education who could enroll at your institution… or somewhere else
– Inquirers/Applicants who do not enroll
To get more of what you have
Data Sources………………..and Uses of Data
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To attract new populations
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
To get more of what you have
Relative Merits – Let’s Discuss
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To attract new populations
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
To get more of what you have
Relative Merits – Let’s Discuss
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What type of institutions is this best for?
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Relative Merits – Let’s Discuss
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To attract new populations
What type of institutions is this best for?
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
DATA FOR DECISION MAKING
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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
• Secondary Trend Data: NCES, WICHE, Council of Grad Schools, Lumina….
• Primary Market Research: customized surveys of the market
• Audience Analysis: customized surveys of constituencies
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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
14 Questions you should know the
answers to…
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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Or…14 Data Points Every
President Loves
(and we do too)
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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
NCES Five-Year Enrollment Trends
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Graduate Enrollment Growth - Connecticut Institutions - 2007-2011
Institution
2011 2007Under Age 25 25+ Years of Age All Under Age 25 25+ Years of Age ALL
Total Under Age 25
Percent of ALL
Enrollment
Percent Growth 2007 - 2011
Total Age 25+
Percent of ALL
Enrollment
Percent Growth 2007 - 2011
ALL Gradua
te Enrollment
Percent Growth 2007 - 2011
Total Under Age
25
Percent of ALL
Enrollment
Total Age 25+
Percent of All
Enrollment
ALL Graduat
e Enrollme
nt
Albertus Magnus College 35 9% -10% 369 91% 20% 404 16%
39 11% 308 89%
347
Central Connecticut State University 481 20% 33%
1,948 80% -4%
2,429 1%
363 15% 2,039 85%
2,402
Eastern Connecticut State University 48 20% -32%
192 80% -20%
240 -23%
71 23% 239 77%
310
Fairfield University 278 24% 30% 878 76% 14%
1,156 18%
214 22% 768 78%
982
Post University 69 9% 1050% 710 91% 1292%
779 1267%
6 11% 51 89%
57
Quinnipiac University 940 45% 76%
1,150 55% 116%
2,090 96%
534 50% 533 50%
1,067 Rensselaer Hartford Graduate Center 83 22% -49%
298 78% -46%
381 -47%
164 23% 556 77%
720
Sacred Heart University 655 29% 36%
1,577 71% 46%
2,232 43%
483 31% 1,079 69%
1,562
Saint Joseph College 237 16% 90%
1,286 84% 112%
1,523 108%
125 17% 608 83%
733 Southern Connecticut State University 613 22% 2%
2,224 78% -21%
2,837 -17%
602 18% 2,813 82%
3,415
TOTAL Statewide Graduate Enrollment 9,846 28% 25%
25,555 72% 14%
35,401 17%
7,886 26% 22,447 74%
30,333
How many of you have heard that graduate enrollments are in decline?
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
NCES Five-Year Enrollment Trends
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Graduate Enrollment Growth - Connecticut Institutions - 2007-2011
Institution
2011 2007Under Age 25 25+ Years of Age All Under Age 25 25+ Years of Age ALL
Total Under Age 25
% of ALL
Enrollment
%Growth 2007 - 2011
Total Age 25+
%of ALL
Enrollment
% Growth 2007 - 2011
ALL Grad.enrollment
% Growth 2007 - 2011
Total Under Age
25
% of ALL
Enrollment
Total Age 25+
% of All
Enrollment
ALL Grad.Enrollment
Albertus Magnus College
35 9% -10% 369 91% 20% 404 16%
39 11%
308 89%
347
Central Connecticut State University
481 20% 33%
1,948 80% -4%
2,429 1%
363 15%
2,039 85%
2,402
Eastern Connecticut State University
48 20% -32%
192 80% -20%
240 -23%
71 23%
239 77%
310
Fairfield University 278 24% 30%
878 76% 14%
1,156 18%
214 22%
768 78%
982
Post University
69 9%1050
% 710 91% 1292%
779 1267%
6 11%
51 89%
57
Quinnipiac University 940 45% 76%
1,150 55% 116%
2,090 96%
534 50%
533 50%
1,067
Rensselaer Hartford Graduate Center
83 22% -49%
298 78% -46%
381 -47%
164 23%
556 77%
720
Sacred Heart University 655 29% 36%
1,577 71% 46%
2,232 43%
483 31%
1,079 69%
1,562
Saint Joseph College 237 16% 90%
1,286 84% 112%
1,523 108%
125 17%
608 83%
733
Southern Connecticut State University
613 22% 2%
2,224 78% -21%
2,837 -17%
602 18%
2,813 82%
3,415
TOTAL Statewide Graduate Enrollment 9,846 28% 25%
25,555 72% 14%
35,401 17%
7,886 26% 22,447 74%
30,333
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
State of Pennsylvania
WICHE High School Graduation Trends
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What do high school graduation number have to do with adult enrollment?
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
State of Pennsylvania
WICHE High School Graduation Trends
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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Institutions
Percent of Undergraduate Adult Students
Actual
Preferred University of Washington-Seattle 15% 27%Bellevue College 8 9Seattle Community College-North 8 3Olympic College 6 3Edmonds Community College 5 4Seattle Community College-Central 4 4Seattle Community College-South 4 3University of Phoenix-Western Washington 4 1Highline Community College 3 3City University of Seattle 3 2Central Washington University 2 1Everett Community College 2 1Green River Community College 2 2Lake Washington Institute of Technology 2 2Seattle Pacific University 2 2Tacoma Community College 2 2OTHER COLLEGE NOT LISTED* 33 34
Market Analysis: Competitor Institutions
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82 institutions were cited by 200 respondents!!!!
How many institutions are you competing with for adult students?
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Institutions
Percent of Undergraduate Adult Students
Actual
Preferred University of Washington-Seattle 15% 27%Bellevue College 8 9Seattle Community College-North 8 3Olympic College 6 3Edmonds Community College 5 4Seattle Community College-Central 4 4Seattle Community College-South 4 3University of Phoenix-Western Washington 4 1Highline Community College 3 3City University of Seattle 3 2Central Washington University 2 1Everett Community College 2 1Green River Community College 2 2Lake Washington Institute of Technology 2 2Seattle Pacific University 2 2Tacoma Community College 2 2OTHER COLLEGE NOT LISTED* 33 34
Market Analysis: Competitor Institutions
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82 institutions were cited by 200 respondents!!!!
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Rate the attractiveness of each of the following colleges as a place for you yourself to study.
(5 point scale; ‑1-not at all attractive, 5-very attractive)
Percent of Undergraduate Adult Students
Responding Rating 4 or 5
Knew Well Enough to Rate Average Rating
University of Cincinnati - Main Campus 49% 95% 3.2
Xavier University 36 89 2.8
Miami University - Main Campus 22 89 2.6
Wright State University 25 84 2.5
Northern Kentucky University 24 86 2.4
Market Analysis: Rating/Visibility of Competitors
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How precisely do prospective adults judge you as a provider?
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Rate the attractiveness of each of the following colleges as a place for you yourself to study.
(5 point scale; ‑1-not at all attractive, 5-very attractive)
Percent of Undergraduate Adult Students
Responding Rating 4 or 5
Knew Well Enough to Rate Average Rating
University of Cincinnati - Main Campus 49% 95% 3.2
Xavier University 36 89 2.8
Miami University - Main Campus 22 89 2.6
Wright State University 25 84 2.5
Northern Kentucky University 24 86 2.4
Market Analysis: Rating/Visibility of Competitors
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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Most Important Enrollment Factors
Percent of Undergraduate Adult Students
Extremely Important
Somewhat Important
Not Important
Cost of tuition and fees 73% 22% 6%
Closeness of college to home or work 71 27 3
Day and time courses meet 69 27 4
Transferability of previously earned credits 63 26 11
Reputation of the college or program 60 38 3
Length of time to complete my studies 38 51 12
Market Analysis: Important Enrollment Factors
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What are the biggest “drivers” in adult enrollment decision making?
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Most Important Enrollment Factors
Percent of Undergraduate Adult Students
Extremely Important
Somewhat Important
Not Important
Cost of tuition and fees 73% 22% 6%
Closeness of college to home or work 71 27 3
Day and time courses meet 69 27 4
Transferability of previously earned credits 63 26 11
Reputation of the college or program 60 38 3
Length of time to complete my studies 38 51 12
Market Analysis: Important Enrollment Factors
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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Features of University X
Undergraduate Adult Students
Percent Responding Very Important
Average Rating
Small classes afford a high level of personalized
attention 60% 3.9
Programs stress active and engaged hands-on learning 58 3.8
Classes are available year-round in four quarter terms 55 3.8As much as three years’ worth of previous study can be
applied to a degree program 50 3.8
The University is highly engaged with its community and has deep ties with area employers 41 3.5
Programs are based in the humanities and stress critical thinking, writing, and public speaking 38 3.3
All programs incorporate ethics and social justice 32 3.3
Students are actively engaged in their community 32 3.2Many programs include student community service as
part of their study 23 2.9It is a Jesuit Catholic institution 20 2.3
Market Analysis: Compelling Institutional Features
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How important is the copy on your website to adult students?
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Features of University X
Undergraduate Adult Students
Percent Responding Very Important
Average Rating
Small classes afford a high level of personalized
attention 60% 3.9
Programs stress active and engaged hands-on learning 58 3.8
Classes are available year-round in four quarter terms 55 3.8As much as three years’ worth of previous study can be
applied to a degree program 50 3.8
The University is highly engaged with its community and has deep ties with area employers 41 3.5
Programs are based in the humanities and stress critical thinking, writing, and public speaking 38 3.3
All programs incorporate ethics and social justice 32 3.3
Students are actively engaged in their community 32 3.2Many programs include student community service as
part of their study 23 2.9It is a Jesuit Catholic institution 20 2.3
Market Analysis: Compelling Institutional Features
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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Demographic Mapping
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Where do adults with the characteristics of those who return to school reside?
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Demographic Mapping
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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
No66%
Yes
34%
Enrolled StudentsApplied to Other Institutions
Applied to Other Institutions
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No31%
YES69%
Inq/Apps Who Did Not EnrollApplied to Other Institutions
Are you successfully competing with other institutions for adult students?
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Applied to Other Institutions
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No
31%
YES
69%
Inq/Apps Who Did Not EnrollApplied to Other Institutions
No66%
Yes
34%
Enrolled StudentsApplied to Other Institutions
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Reasons for Not Enrolling
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Why do some inquirers/ applicants not enroll?
…and is there anything you can do to help them do so…
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Reasons for Not Enrolling
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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Motivation To Enroll: Enrolled v. Nonenrolled
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Other – Please specify
I was not satisfied with my contact from Liberty University Online
I preferred and enrolled at another institution
Work-related reasons
Personal scheduling reasons
Financial reasons
40%
5%
7%
9%
16%
24%
31%
7%
16%
5%
16%
27%
Undergrad ProspectsGrad Prospects
Does motivation differ between those that enroll and those that do not?
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Motivation To Enroll: Enrolled v. Nonenrolled
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Other – Please specify
I was not satisfied with my contact from Liberty University Online
I preferred and enrolled at another institution
Work-related reasons
Personal scheduling reasons
Financial reasons
40%
5%
7%
9%
16%
24%
31%
7%
16%
5%
16%
27%
Undergrad ProspectsGrad Prospects
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Decision Making Factors: Enrolled v. Nonenrolled
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Career Placement
Rep of Program
Accedit. Of Program
Credit Transfer Policies
Schedule of Courses
Institutional Accreditation
General Reputation
Avail. Of Aid
Cost
24%
31%
31%
43%
52%
53%
54%
63%
77%
7%
33%
30%
55%
43%
69%
66%
52%
54%
UG Enrolled UG Inq/Apps
Do decision making factors differ between those that enroll and do not enroll?
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Decision Making Factors: Enrolled v. Nonenrolled
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Career Placement
Rep of Program
Accedit. Of Program
Credit Transfer Policies
Schedule of Courses
Institutional Accreditation
General Reputation
Avail. Of Aid
Cost
24%
31%
31%
43%
52%
53%
54%
63%
77%
7%
33%
30%
55%
43%
69%
66%
52%
54%
UG Enrolled UG Inq/Apps
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Primary Reason For Leaving
Percent of Leavers
Academic 38%Financial 24Personal 19Work-related 14Scheduling 5
Leavers: Reasons for Leaving
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Details of Academic Issues:• Credits did not transfer to Champlain.• Don't like taking the basic courses like history and English.• Everything was very good, but I don't think I anticipated what study would be like. It
requires a lot of discipline.• Program was NOT as advertised—far too advanced for my entry level.• The academic expectations were too low.• The program was soooo long.• There were software issues with the College’s network that made it impossible to do
the work.
Why do some leave?
…and is there anything you can do to prevent this?
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Primary Reason For Leaving
Percent of Leavers
Academic 38%Financial 24Personal 19Work-related 14Scheduling 5
Leavers: Reasons for Leaving
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Details of Academic Issues:• Credits did not transfer to Champlain.• Don't like taking the basic courses like history and English.• Everything was very good, but I don't think I anticipated what study would be like. It
requires a lot of discipline.• Program was NOT as advertised—far too advanced for my entry level.• The academic expectations were too low.• The program was soooo long.• There were software issues with the College’s network that made it impossible to do
the work.
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Leavers: Satisfaction with Experience
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Very satisfied; 32%
Somewhat satisfied; 28%
Neutral; 17%
Somewhat unsat-isfied; 3%
Very unsatisfied; 20%
Satisfaction With Experience
Are leavers generally satisfied with their experience?
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Leavers: Satisfaction with Experience
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Very satisfied; 32%
Somewhat satisfied; 28%
Neutral; 17%
Somewhat unsat-isfied; 3%
Very unsatisfied; 20%
Satisfaction With Experience
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Leavers: Likelihood of Re-enrolling
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5-Very likely10%
412%
320%
227%
1-Not Likely31%
Likelihood of Re-enrolling
Are leavers generally satisfied with their experience?
How many leavers plan to return?
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Leavers: Likelihood of Re-enrolling
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5-Very likely10%
412%
320%
227%
1-Not Likely31%
Likelihood of Re-enrolling
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Questions?
Scott JeffeDirectorAslanian Market Research201-377-3332sjeffe@educationdynamics.comwww.educationdynamics.com/market-research
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